MediaOne took over the digital lead generation marketing for SRI Management. Due to the success of the campaign, our partner’s portfolio of senior living communities has doubled from eighteen to thirty-six properties. The goal is to drive quality leads but the biggest challenge has been tracking leads delivered to the website all the way to the sales team and ultimately to a move in.
What was initially just a simple Google Search campaign has grown significantly into something much more holistic. While Google Search is still the key placement, new tactics have been added along with much more robust tracking. The additions include Microsoft (Bing) Search, native retargeting, local programmatic awareness, digital out-of-home (OOH) and a few other platforms. On top of this, the tracking has evolved from simple Google Analytics goals to tracking calls and tying the conversions to the CRM to see leads all the way through to a move in.
Through our enhanced tracking, leads and move-ins have never been higher, with leads up over 56% over the previous year. SRI Management had a record number of move-ins in 2022. In addition, the campaign budget has increased to nearly $1.7 million annually, up 6x, in 2 years because of the success of the campaigns.